Friday Roundup – October 13, 2017
Each and Every Friday – I outline a few of the articles and /or books that I have read over the last week or two that are worth taking a look at.
- Positioning was written all the way back in 1981, but has remained relevant for decades because of the timeless advice inside. The purpose of the book is simple – to help you reach your target customers in a crowded marketplace. And if the marketplace was crowded in 1981, it’s even more crowded now.
Positioning might begin with a product, but the ultimate goal is to position that product in the mind of the customer. You’ve heard this many times before, but your customer is being bombarded with messages all day long by advertisers. That was the message back in 1981, when there was no Google, Facebook or Youtube.
- As you may know, the largest european SaaS conference happened in Dublin on the week of September 18th. If you don’t know about SaaStock, you should definitely check it out. This edition gathered 1 500 people from all over the world. Great content and awesome people! In this post you’ll get some of the most actionable takeaways from 7 of this past year’s presenters.
- According to virality expert Jonah Berger, a marketing professor at Stanford University, the key to viral content is emotional arousal, particularly that evokes high-arousal emotions, like joy or fear. However, a new research by Jacopo Staiano of Sorbonne University and Marco Guerini of Trento Rise find that valence and dominance also play important roles in viral content. Thus, instead of only “arousal,” the latest framework for virality is Valence-Arousal-Dominace (VAD) model.
Staiano and Guerini’s study finds that individual emotions are important to evoke feelings, but may not cause virality. Instead, these emotions must be a good combination of emotions that fall within the VAD model. The characteristics are:
- Thanks to the rise of the Silicon Valley “Growth Hacker,” a data-driven growth monster who (in theory) can drive company growth 5–7% week-over-week, marketers have increasingly become focused on following formulas. Because of an over reliance on stale formulas to grow companies, I see an ever-increasing theme of badly run marketing campaigns: Facebook campaigns with pixels installed incorrectly, UTMs (Urchin Tracking Module) missing, spends on ad networks promising high CTRs (Click Through Rates) on banner ads, and a focus on vanity metrics such as app downloads. The focus has moved away from finding KPIs (Key Performance Indicators) that matter, as they are harder to find and require a certain level of creativity. Download numbers are important, but time in app, time on site, returning visitors, and repeated conversions are a better measure of success.
- On December 7th – 9th in Orlando Florida – I will be hosting a 3 day event on Lead Generation. This will not be your typical event, we will be going deep (and actually help you implement while you are here). Check it out (and let me know if you have any questions!